1. Assess your performance

Data can show you the path to success, but you need to know what to look for. You need to ensure you are asking the right questions, measuring the right data and analyzing it correctly in order to see clear results.

When Chris found success in his industry for three consecutive quarters, he didn’t become complacent. Instead he asked, “Are we measuring the wrong set? Is the data skewed? How can we be doing things better?”

Don’t assume you have everything figured out when the data points to success. Always strive to do better. Try looking outside of your industry at what other companies are doing. You may want to bring their practices into your organization.

2. Set the narrative

To control the narrative surrounding your brand, you need to be on top of what people are saying. Gather data on sentiment and share of voice by tracking relevant conversations.

“It’s all about momentum and understanding what that momentum is all about,” says Chris.

If the conversation is positive, do what you can to continue it. If it is negative, think about how you can mitigate the damage to your brand.

3. Prove value

With a measurement program, your communication is more effective and efficient. But not everyone in your organization will see that.

“We’re out to prove the value of PR,” says K.C. “There is always pressure to prove the value of what you’re doing.”

Your executives and stakeholders want to see results, and the right data analysis can provide the evidence you need to prove the value of your efforts.

“Data gives you credibility to lay out your strategy and say, ‘here’s the strategy we should use and why.’ I had credibility – because of the data we’d developed,” says Chris.

4. Make informed decisions

Once you’ve gathered all relevant data, you can use it to inform your strategy going forward.

“If I’m just making it up, I’m not providing value,” says Chris.

Data gives you the evidence to back up your decisions. You can also track trends and provide predictions that will help you develop your communication strategy.

With data, you won’t just think your strategy will be effective – you’ll know it will be effective.